Rih-Uniting Once Again

Puma has announced the return of Fenty X, a collaboration with pop singer, Rihanna.

The musician’s laid-back announcement consisted of four words: “She’s Back” and “Coming Soon,” and fans could not be more excited for the pairing.

The news itself is nothing if not predictable, as Rhianna and Puma have had a professional relationship lasting almost a decade since 2014.

Taking to Instagram to make the announcement, the pop sensation has previously released a range of her brand, Fenty, with the sportswear company. Joining initially as a creative director, Rhianna released a series of sell-out sneakers that were showcased at New York Fashion Week which received positive reviews. The last time that Puma collaborated with Rihanna was in 2017.

Rihanna launched Fenty in 2019, which is a ready-to-wear range. Two years later, the brand was shuttered amid reports of declining profits and sales. 

No further details of the collaboration have been announced as of yet, but if her Superbowl performance is anything to go by, it is destined to be very successful.